Fast-food prices have left many diners with sticker shock — and McDonald’s is putting value back on the menu. With traffic slowing and complaints about costs piling up, the chain hopes its latest move will bring budget-conscious customers back through its doors.
As first reported by The Wall Street Journal, the fast-food giant is preparing to roll out price cuts on some of its most popular items after pitching the idea to franchisees. The move comes as customers grow increasingly frustrated with rising fast-food prices, with many taking to social media to air their “super-sized” complaints.
Under the plan, McDonald’s will trim prices on eight of its most popular combo meals, saving customers about 15% per meal, meaning it could drop prices from $10 to $8.50.
The company will also introduce new “extra value meals” later this year, including a $5 breakfast combo and an $8 Big Mac or McNugget combo. The lower prices are expected to take effect next month.
Consumers cut back as dining costs climb
The shift comes amid a slowdown in traffic to U.S. fast-food chains, which has fallen 2.7% so far this year, according to ABC News. Analysts say that while fast food was once seen as a go-to option during economic uncertainty, inflation-weary consumers are now scaling back.
Christopher Hydock, a professor at Tulane University’s School of Business who specializes in consumer experience and retail pricing, told USA Today in February that many Americans are adjusting their dining habits. “Consumers are continuing to feel the sting of inflation and so more than half of Americans are eating out less than they used to,” he said.
Hydock pointed to research from CivicScience showing that, in an October 2024 survey of 1,535 U.S. adults, 59% reported eating out less frequently over the prior six months. Instead, many households are directing more of their budgets toward groceries to save money by cooking at home.
“With less customers eating out, restaurants are forced to compete for fewer customers which forces them to find ways to differentiate their offerings,” Hydock explained. “Since price is also increasingly a concern for customers, value meals are one logical way of doing so.”
McDonald’s has already tested the waters with promotions like its $5 Meal Deal, which launched in June 2024, and its McValue menu, which offers “buy one, add one for $1″ discounts on select items. Rival chains have rolled out similar promotions, with Burger King introducing $5 Duo and $7 Trio meals, Wendy’s promoting its Biggie Bags and Taco Bell offering Luxe Cravings Boxes.
For diners, the return of value deals could mark a shift back to what fast food once promised — a quick, affordable meal without second thoughts about the price. Whether the latest round of discounts is enough to win back budget-conscious customers remains to be seen.